- Format: PDF
- Publisher: Pearson Education; 4th edition (July 7, 2017)
- Language: English
- 720 pages
- ISBN-10: 1292089660
- ISBN-13: 978-1292089669
The goal of every marketer is to create more value for customers. So it makes sense that our goal for the fourth edition of Principles of Marketing: An Asian Perspective is to continue creating more value for you—our customer. Specifically, we want to introduce new marketing students the fascinating world of modern marketing in an innovative yet practical and enjoyable way. We’ve pored over every page, table, figure, fact, and example in an effort to make this the best text yet to learn about and teach marketing. This text provides the fundamental principles and puts them in the context of Asian businesses and contemporary MNCs.
Marketing is much more than just an isolated business function—it is a philosophy that guides the entire organization. The marketing department cannot create customer value and build profitable customer relationships by itself. This is a company-wide undertaking that involves broad decisions about who the company wants as its customers, which needs to satisfy, what products and services to offer, what prices to set, what communications to send, and what partnerships to develop. Marketing must work closely with other company departments and with other organizations throughout its entire value-delivery system to delight customers by creating superior customer value.
Principles of Marketing: An Asian Perspective reflects the major trends and forces impacting marketing in this era of customer value and relationships. We’ve thoroughly revised the text. This new edition builds on and extends the innovative customer-value framework from previous editions. No other marketing text presents such a clear and comprehensive customer-value approach. Here are just some of the major and continuing changes you’ll find in this edition:
- Throughout the third edition, you will find revised coverage of the rapidly changing nature of customer relationships with companies and brands. Today’s marketers aim to create deep consumer involvement and a sense of community surrounding a brand—to make the brand a meaningful part of consumers’ conversations and their lives. Today’s new relationship-building tools include everything from Web sites, blogs, in-person events and video sharing, to online communities and social networks such as Facebook, YouTube, Twitter, or a company’s own social networking sites.
- The third edition contains new material on the continuing trend toward two-way interactions between customers and brands, including such topics as customer-managed relationships, crowdsourcing, and consumer generated marketing. Today’s customers are giving as much as they get in the form of two-way relationships (Chapter 1), a more active role in providing customer insights (Chapter 4), crowdsourcing and shaping new products (Chapter 9), consumer-generated marketing content (Chapters 1, 14, and 15), developing or passing along brand messages (Chapters 1 and 15), interacting in customer communities (Chapters 5, 15, and 17), and other developments.
- New material throughout the third edition highlights the increasing importance of sustainable marketing. The discussion begins in Chapter 1 and ends in Chapter 20, which pulls marketing together under a sustainable marketing framework. In between, frequent discussions and examples show how sustainable marketing calls for socially and environmentally responsible actions that meet both the immediate and the future needs of customers, companies, and society as a whole.
- The fourth edition also includes articles from Think Business, an online knowledge portal from the National University of Singapore Business School (www.thinkbusiness.nus.edu) that highlights knowledge from faculty and prominent business leaders.
- The fourth edition continues its emphasis on measuring and managing return on marketing, including many new end-of-chapter financial and quantitative marketing exercises that let students apply analytical thinking to relevant concepts in each chapter and link chapter concepts to the text’s innovative and comprehensive Appendix 2: Marketing by the Numbers.
- The fourth edition provides revised and expanded coverage of the developments in the fast-changing areas of integrated marketing communications and direct and online marketing. It tells how marketers are blending new digital and direct technologies with traditional media to create more targeted, personal, and interactive customer relationships. No other text provides more current or encompassing coverage of these exciting developments.
- The fourth edition continues to improve on its innovative learning design. The text’s active and integrative presentation includes learning enhancements such as annotated chapter-opening stories, and a chapter-opening objective outline. The chapter-opening layout helps to preview and position the chapter and its key concepts. End-of-chapter features help to summarize important chapter concepts and highlight important themes, such as marketing and the economy, marketing technology, ethics, and financial marketing analysis. In all, the innovative learning design facilitates student understanding and eases learning.
- The phenomenal success of online market site Taobao.com and Internet site Tencent in China are discussed; so is Li & Fung’s supply chain that has expanded in the United States. We’ve discussed how Japan’s UNIQLO’s customer-centric approach has seen to its marketing success. Similarly, the likes of Scoot, Xiaomi, Charles & Keith, Daiso, Lenovo, and Gmarket are highlighted.
Principles of Marketing: An Asian Perspective also includes expanded material on a wide range of other topics, including managing customer relationships (CRM), brand strategy and positioning, SWOT analysis, data mining and data networks, consumer research, marketing and diversity, generational marketing, buzz marketing, supplier satisfaction and partnering, environmental sustainability, cause-related marketing, socially responsible marketing, global marketing strategies, and much, much more.
Countless new examples have been added within the running text. Tables, examples, and references throughout the text represent updated facts and figures. Principles of Marketing: An Asian Perspective contains mostly new images and advertisements that illustrate key points and make the text more effective and appealing. All new or revised company cases and many new video cases help to bring the real world directly into the classroom. The text even has a new look, with freshly designed figures. We don’t think you’ll find a fresher, more current, or more approachable text anywhere.